A thematic analysis of O2's crisis response strategy on Twitter

Abstract

Introduction (part): Over the past two decades, the landscape of mass communication has progressively been altered with the emergence of new media technologies. These technological developments and their effect on mass communication have arguably changed the roles and practices of public relations (PR). It is undeniable that with the emergence of digital technologies such as social media, communication between organisations and their publics has dramatically changed. It has therefore become increasingly evident to organisations and PR practitioners that social media has become a pivotal tool in communicating with stakeholders and publics.